The Lefton Report: Locking up Longhorns A title sponsor with absorbency Bruin Sports hires Abrutyn from IMG NASCAR asks $1B, 10 years Wheaties strikes PBA League deal Financing to aid Mission’s marketing Subway switches race teams with Edwards Schneider in spotlight at Vegas arena The Lefton Report: NFL to split autos? Learfield to merge licensing firms
Upcoming Conferences and Events
SBJ/March 12-18, 2012/Marketing and Sponsorship
Shamrock Sports to handle marketing for Boston Marathon
Published March 12, 2012, Page 8
|Shamrock is the first agency ever hired to market the famed marathon.
Shamrock becomes the first agency ever hired to market what is the world’s oldest marathon. Industry veteran Brian Corcoran, a two-time Boston Marathon participant, founded the Portland, Maine-based sports marketing and sales agency in 2010. He said the immediate plan is to use this year’s 116th running of the marathon, April 16, to pitch marketing opportunities for other BAA properties, particularly a title sponsorship to the BAA Distance Medley, a 5K, 10K and half-marathon series, as well as an environmental sustainability program for all of BAA’s events.
The BAA’s decision to seek outside help came in part from a desire for the organization to get back to its roots of promoting not just running but overall fitness.
“The BAA, like many old sports organizations, had a period of time where economics were unfavorable, and we were really in a hand-to-mouth situation,” said Tom Grilk, BAA executive director. “In more recent years, we have developed spectacular partnership arrangements, and we find ourselves with the means to do more — not just to put on a big event, but to promote health and fitness.”
Yearlong sponsorship revenue has become increasingly important to the BAA. The nonprofit organization reported $10.6 million in revenue for the year ending June 30, 2010, according to its most recent tax return, filed in May 2011.